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BCA 10 Spotlight: Bacardi in Coral Gables, Florida

Posted by Mariama Holman
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BCA 10 Spotlight: Bacardi in Coral Gables, Florida

Supporting the arts within the cities and towns where we live and work is our way of giving back at Bacardi. This sense of corporate responsibility has been at our foundation since the Bacardi company was created more than 151 years ago.  Arts programming enriches the lives of our employees and their families, our neighbors, and our business partners. The realm of the arts crosses borders and languages to bring all people together in the name of beauty, knowledge and community.

-Robert Furniss-Roe, Regional President, Bacardi North America

 

Since its founding in Santiago de Cuba in 1862, Bacardi has shown a strong commitment to the arts in the communities in which its employees live and work. The company believes exposure to the arts stimulates inquisitiveness and creativity. The Coral Gables Museum, which shares its hometown with the Bacardi Americas headquarters, nominated the company for the 2013 BCA 10 Award.

 

Supporting both visual and performing arts, Bacardi contributes cash and in-kind gifts including beverages, raffle prize items, and marketing and advertising for gallery openings and events.  In 2012, the company designated a significant portion of its philanthropic giving to the arts.

 

The Bacardi commitment to the arts is evident in its corporate offices and corporate culture. In its main office in the United States, Bacardi has a workplace art collection focused on Latin American and Caribbean art, which it displays in public spaces, hallways and collaboration areas for employees to enjoy. Working to expose employees to partnering arts organizations, Bacardi holds company meetings and press events at local arts venues and regularly offers employees tickets to exhibitions, shows, concerts, and award dinners at organizations the company sponsors.

 

The iconic brands in the Bacardi portfolio have partnered with the arts, as well. The brands often coordinate design competitions that attract well-known designers and students alike. Winning designs are exhibited and often included in national ad campaigns and other promotional materials. The Bacardi brand of BOMBAY SAPPHIRE gin developed a design and film competition called “Artisan Series,” a nationwide search that aims to spot the next big names in the visual arts. The competition brought in more than 3,000 submissions in its second year, and the 2012 winner was exhibited at Art Basel in Miami.

 

Bacardi utilizes partnerships with arts organizations as a way to reach its core audience. Through a partnership with the Coral Gables Museum, Bacardi spearheaded an exhibition called “Building Bacardi: Architecture, Art and Identity.” Curated by Allan Shulman, professor at the School of Architecture at the University of Miami, the exhibit tells the story of Bacardi through the lens of the architecture and artworks it has commissioned and championed over a century and a half. Bacardi also identifies opportunities to support arts activities through marketing efforts, including music, documentary, painting, and dance.

 

Photo: Jessica Busse Lastra, a Bacardi USA team member, leading an art class at Abriendo Puertas, a food canteen in Little Havana with programs for youth and elderly.

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Brand Building with the Arts: BACARDÍ and Major Lazer Partner to Support Caribbean Musical Talent

Posted by Mariama Holman
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According to the global head of music at BACARDÍ, Liz Walaszczyk, “Every brand wants to have a place in music.”

 

2013 BCA 10 winner BACARDÍ is an enduring brand with a 153 year old history, surviving Prohibition and on top of that, an exile from Cuba. Since its “BACARDÍ Untameable Since 1862” campaign in 2015, the brand has pivoted back into pop-culture cool by focusing on music. It actively targeted millennials by hosting mobile house parties in Philadelphia, Washington D.C., Atlanta and Miami, all the while partnering with musicians like hip-hop duo, Run the Jewels, to highlight their latest projects.

 

Working with an annual budget of approximately $50 million, over time BACARDÍ has created marketing clout at social events through executing global festivals with partners like Major Lazer.

 

Major Lazer’s sound, production and live performance quality made the group a natural partner for BACARDÍ. From the start, Major Lazer has operated under the premise that pop music is a truly global phenomenon, blending a unique mix of Afrobeat, EDM and dancehall that pulls in fans from Lagos, Nigeria to Los Angeles, fueling cultural earthquakes of sound and texture. This is perfect for BACARDÍ, who is seeking to attract consumers across the world and honor its cultural mishmash at the same time.

 

The newly formed Music Liberates Music BACARDÍ and Major Lazer collaboration gives free studio time to rising Caribbean artists, working to support and create a future for the legacy of Caribbean beats, rhythms and tunes that inspired the band and many other music lovers around the world. 

 

As a part of Music Liberates Music, BACARDÍ has pledged to contribute studio time to aspiring artists each time a specific song by Major Lazer, “Front of the Line,” plays on Spotify.

 

Artists to benefit from the program include Shokryme (Jamaica), Mystic Davis (Jamaica), Triple Kay (Dominica), Shanta Prince (Barbados), Dynamite (St. Vincent), Mula (St. Vincent), Bridgetown (Barbados), Ricky T (Castries) and Cohoba (Dominican Republic).

 

  

 

 

How it works? For every 50 plays of Major Lazer’s “Front of the Line” on Spotify, BACARDÍ will donate one second of studio time. One hundred and eighty thousand plays would create an hour of studio time. While this might seem daunting at first, Major Lazer’s hit list has achieved more than 40 million plays with seven Billboard Hot 100 hits such as “Lean On” with DJ Snake with over 2 billion YouTube plays and “Cold Water” featuring Justin Bieber and MØ.

 

“Front of the Line” is the band’s latest dance hall single, featuring Machel Montano, the Trinidadian soca star, and Konshens, the hitmaking Jamaican dancehall artist. Upon logging into the Music Liberates Music landing page, one can see a countdown of total plays for the song. As of July 5th, the song already has created over 79 studio hours for the 9 artists.

 

 

 

Photos and Video: BACARDÍ

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